2012 Winners & Shortlists

The Brief

Launch FX in the Middle East – the new male-orientated channel from Fox International Channels. To rival other male-skewed channels, we positioned FX as the toughest channel to ever hit the Middle East. ‘TV Just Got Tougher’ – was the title of the integrated campaign. Expressed through various executions, people got a taste of what being tough was all about. And the feeling of toughness had to shine through each and every execution, including DM.

Creative Execution

Seeing that 'tough' was the name of the game for the campaign, it was important that every piece of communication reflected the brand's expression. From the hard cover, to the embossed fist on the front cover, to the bookmark itself, it had to be striking, loud, heavy and something that people would like to keep hold of. Most importantly, it had to be tough.

Describe the creative solution to the brief/objective.

To make some noise in a cluttered category, we created Tough Talk. The toughest daily planner around, complete with tough quotes for any random day or event.

Results

Just one component of the world's toughest campaign, 'Tough Talk' also promotes the Facebook fan page which has only been live since September 2011. In that time, the fan page has received 2000 fans and almost 25,000 likes. After first sending out 1,500 books to media trade organizations, the response was overwhelming with extra demand for the books. An extra 1,500 copies were soon produced and released to meet demand.